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How to Run Smarter A/B Tests, Faster

We’ll cover the ins and outs of running a high velocity A/B testing and experimentation program so that you can run the most meaningful tests as quickly as possible without sacrificing the quality of insights.

How to Run Smarter A/B Tests, Faster

1.
How to Run Smarter A/B Tests, Faster
How to Run Smarter A/B Tests, Faster
@shanelle_mullin
We’ll cover…
1. How to conduct conversion research to find smarter A/B test ideas.
2. How to prioritize your A/B test ideas in a meaningful way.
3. What a high velocity testing program is and why it works.
4. Common high velocity testing program mistakes to avoid.
5. How to increase your testing velocity responsibly.

2.
How to Run Smarter A/B Tests, Faster
“You don’t have generic problems, you
have specific problems.”
~Peep Laja

15.
How to Run Smarter A/B Tests, Faster
Google Analytics Health Check
1. Are you collecting all of the data you need?
2. Can you trust the data you are collecting?
3. Is anything broken or tracking / reporting
incorrectly? Why?

16.
How to Run Smarter A/B Tests, Faster
Common Google Analytics Mistakes
1. Pages are missing.
2. Data is different in the shopping cart tool.
3. Cross-domain tracking isn’t working.

17.
How to Run Smarter A/B Tests, Faster
Full Health Check Guide
bit.ly/gahealthcheck

31.
How to Run Smarter A/B Tests, Faster
On-Site Survey Questions
1. What was the purpose of your visit to our site?
2. Were you able to complete your task?
3. If not, why?
4. Is there anything holding you back?
5. Do you have unanswered questions?
Focus on actionable data, on the friction.

32.
How to Run Smarter A/B Tests, Faster
On-Site Survey Options
1 open-ended question.
Y/N and then an explanation post-answer.

34.
How to Run Smarter A/B Tests, Faster
Customer Surveys
1. First time buyers.
2. No previous relationship with you.
3. Try for ~200 responses.

35.
How to Run Smarter A/B Tests, Faster
Customer Survey Questions
1. Who are you?
2. What are you using this product for?
3. What problem does it solve for you?
4. What do you like about the product most?
5. Did you consider any alternatives?
6. Why did you choose us over the competition?
7. What’s the one thing that nearly stopped you from buying?
8. What was your biggest concern or fear about us?